Surf Power Fresh
Surf Power Fresh Liquid
Complete brand refresh for liquids and powders
Leveraging the cues from experiential brands R.BIRD redefines Surf liquids and powders packaging design creating a stir in the laundry category. The new branding strategies incorporate highlighting fragrance for each variant along with first-in-category translucent bottles.
What's new?
- the concept of experiential laundry detergent
- expanded, restaged product line
Why?
- communicate different types of freshness
- establish Surf as the freshness leader
- increase shelf impact to drive purchases
Did you notice?
- sunbursts highlight both the brand and the variant
- sunshine and sky, the two label areas, both say fresh
- cap and label echo product colors through translucent bottles.
Did consumers?
The line did better than predicted, which led to an additional extension into Surf Tablets.
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